How We Helped Ballet Arizona Drive Awareness And Ticket Sales For A Mixed Bill

Ballet Arizona is the Southwest’s leading nonprofit ballet company, presenting both classical and contemporary work alongside robust education and community engagement programs. We’ve partnered with them since 2020 to develop digital marketing strategies that support the breadth of their offerings.

Like many dance companies, Ballet Arizona has found that full-length ballets with familiar titles tend to drive strong ticket sales while mixed repertory programs (i.e., collections of shorter works) sometimes require a little extra marketing lift. After a successful premiere of the full-length ballet Frida in early 2025, they were eager to keep the momentum going with Spring Mix: a dynamic mixed repertory program featuring a range of choreography and music, including a standout piece set to songs by Radiohead. We were excited to help. 

Together, we built a cost-effective, multi-channel campaign that paired smart targeting and creative variety to reengage Frida ticket buyers and introduce new audiences to the energy of Spring Mix.

META: FLEXIBLE ADS, TAILORED MESSAGES

Meta has long been a strong performer for Ballet Arizona, and it was a central part of our approach for Spring Mix. In addition to tried-and-true tactics—like targeting their CRM list, recent website visitors, and people who had engaged with past posts and ads—we layered in a few custom segments that played to the program’s unique strengths.

At the top of the funnel, we ran two interest-based audience segments: one for ballet and classical music fans, and another for fans of Radiohead and similar genres. Each audience segment highlighted different aspects of the program to connect with people based on what already inspires them. 

We also reengaged Frida ticket buyers with “thank you” ads that included a limited-time discount. These ads ended up being top performers, with the highest conversion rates and lowest cost per purchase.

A big part of the campaign’s success came from Meta’s Flexible Ad format, which automatically mixes and matches creative elements to serve the best-performing combos. Timely content also made a difference. A rehearsal video shared mid-campaign—when purchase activity was naturally peaking—helped boost engagement and clickthroughs by offering a well-timed look behind the curtain.

Results:

803K+ impressions, 5K+ key page views, and a 266% ROI for all purchases.

SPOTIFY: FINDING NEW FANS THROUGH SOUND

Since Spring Mix featured music by the popular band Radiohead, we saw an opportunity for Ballet Arizona to explore a new platform: Spotify. This marked their first campaign on the streaming service, and it paid off with strong reach and cost efficiency. 

We identified three key audience segments: 

Location-Based: Users located in the Phoenix region

Interest-Based: Users interested in theater, fine art, and performing arts

Fan-Based: Users interested in Radiohead and related genres 

Over the course of the two-week campaign, each group received a mix of audio and video ads. While audio offered broad reach, video drove the strongest clickthrough rates. Spotify proved to be a great way to reach music fans who might not be active on Meta or Google, contributing to long-term audience growth.

Results:

Over 217K impressions and 145K unique users reached at just $0.71 average cost per page view.

THE TAKEAWAY

Ballet Arizona’s Spring Mix campaign successfully kept the momentum going after Frida, showing how the right strategy can spark excitement around a diverse, mixed repertory program. Strategic channel choices, smart segmentation, dynamic ad formats, and compelling creative all came together to deliver a campaign that met the moment.

CURIOUS ABOUT MARKETING LESSER-KNOWN WORKS?

If you’ve got an upcoming program without built-in name recognition, let’s talk about how a strategic approach can help you grow your audience and make the most of your ad spend.